Vallejo's Farmers Markets helping transform downtown

Vallejo's Farmers Market is meeting or exceeding organizers' expectations, both on Saturday and the new Wednesday evening edition, and may be on the way to becoming a successful regional gem, a market spokesman said.

Pacific Coast Farmers Market Association Director John Silveira said an estimated 4,200 shoppers visited Vallejo's Farmers Market on Saturday and some 400 came to the smaller, inaugural Wednesday evening version last week.

"Those are good numbers," said Silveira, who oversees 62 markets. "We've been pulling a good crowd; it's been steadily in the three-thousands – but it seems to be picking up. Maybe the (great) weather is part of it. Maybe everyone is energized and coming alive with the sunshine."

And the new Wednesday evening offering also seems to be a smash, he said.

"I really fell in love with it. It felt good," he said. "There was a ton of positive energy, and just over 400 people shopping on opening day, and that was just about what my expectations were. The site plan was a real A-plus. Everyone's upbeat; great music, great vendors."

During the event Saturday, Silveira presented Rep. Mike Thompson, D-St. Helena, with a basket of fresh Farmers Market goodies in appreciation for this support of the Vallejo Farmers Market in particular and local and state agriculture in general, Silveira said.

"He comes out quite a bit, and we wanted to take the opportunity as a shout out to him," he said. "He's been helpful on the (Supplemental Nutrition Assistance Program) SNAP (foodstamps) program and with specialty crops."

Reached buy staff members during his vacation, Thompson's office staff said he sees the recognizes the value of the weekly events.

"The Vallejo Farmers Market is not only a place for the community to buy fresh produce, but it also showcases Vallejo's Historic Downtown," he said in an email. "The quality produce, excellent food and dedicated vendors, make it one of the best farmers markets in the area."

Silveira has recently taken a hands-on role at the Vallejo markets, as they seem to have taken off.

"It took some time for all the pieces to fall into place," to build a successful market, but that seems to be happening now, he said. This is not only good for the local economy and the food growers and producers, it offers healthy options in an area bereft for years of a supermarket, Silveira said.

"We have the market in (what's been officially classified as) a food desert," he said. "So, it provides fresh produce (to people who might have trouble finding it conveniently, otherwise)."

A poll taken during the last Vallejo Farmers Market events found the majority of shoppers were from Vallejo, though people were also here from Napa, Benicia and American Canyon, Silveira said.

"This is standard for a market," he said. "Our goal is to increase the customers coming to the market from the surrounding communities. Vallejo is positioned to be a great regional market – with the Solano County agriculture tradition and the beautiful Vallejo waterfront."

Market organizers also hope the Wednesday market will start to attract Vallejo Ferry riders, he said.

"We did have a little turnout and we're increasing our signage by the waterfront," in hopes of attracting more, he said.

That investment is in addition to a substantial one already made to promote Vallejo's Farmers Market, downtown business owner Ken Ingersoll said.

"The crowd count is up and growing, there's increased interest of vendors wanting to enter the market and the (26-year-old) Pacific Coast Farmers Market Association has done two commercials and the third is scheduled for this fall," he said. "Also, there are new vendors and the hours (of the Saturday market) have been extended until 2 p.m."

The events' potential is illustrated by the fact that Silveira is "providing hands on market-day management," Ingersoll said.

"There has been a lot of changes in the last 10 months," he said. "Nothing draws more people downtown than the Farmers Market, to the point that the director of the association had to step in and manage it. The contract with the market says they're putting $35,000 into marketing the market and downtown and we're already seeing a 10-fold return on that investment."

Those at City Hall and the John F. Kennedy Library, near where the Wednesday evening Farmers Market is held at Unity Plaza, both seem to be excited about the new trial event, Silveira said.

"There are seven weeks left in the pilot program," he said, adding that in a few weeks organizers will decide if the event is popular enough to be extended.

"I would say the first Wednesday met my expectations, but as fall and winter arrive, there are fewer colorful summer fruits and more leafy greens and citrus, and there's daylight savings time to consider," he said. "But, the community seems to be behind our efforts in terms of local agriculture and are willing to support the California farmers."